DBS Bank’s TableTok: A Winning Case Study in Influencer Marketing

DBS Bank’s TableTok Wins Influencer Marketing Gold in The Drum Awards for Marketing APAC

In a world where financial literacy is a growing concern, DBS Bank has taken a bold step to educate and empower young adults in Singapore through their award-winning TableTok series on TikTok. The series, which aims to help youths improve their financial literacy and navigate their financial journey effortlessly, has been recognized with the prestigious Influencer Marketing Gold in The Drum Awards for Marketing APAC.

The initiative comes at a time when over half of surveyed Singaporeans consider themselves financially illiterate, with many struggling to understand even basic financial concepts like compound interest. The lack of knowledge has led to a concerning passivity among youths, with 60% taking a passive approach to their financial goals due to their knowledge gaps. DBS Bank saw this as an opportunity to step in and make a difference.

With a focus on becoming a reputable source of financial information on TikTok, where most youths spend their time, DBS Bank launched TableTok to engage and educate young adults on important financial topics. The series features a unique concept where objects on a bank intern’s desk come to life and discuss the latest financial wisdom they have encountered throughout the day.

The characters in TableTok, such as Phoebe the Phone, Maria the Mug, and Caleb the Calculator, were carefully designed to resonate with young adult viewers and address common financial anxieties in a relatable way. The series was brought to life through AI filters and character skits, ensuring authenticity and engagement on TikTok.

To ensure maximum visibility and watchability, DBS Bank implemented a comprehensive distribution strategy that included partnering with top Singaporean TikTokers to voice the characters and amplify the content. The influencers not only helped increase the reach of the series but also engaged with their followers to create a feedback loop for potential topics and episodes.

The results of the TableTok series speak for themselves, with over 10.5 million views and nearly 9,000 engagements across 18 episodes. The series sparked almost 500 conversations in brand pages’ comment sections, with viewers showing genuine interest in financial planning and discussions about the topics covered. Additionally, the influencer collaboration extended to their personal platforms, generating an additional 200,000 reach and 10,000 engagements.

But the true impact of TableTok was measured in a Brand Lift Study by Kantar Singapore, which revealed a significant increase in online ad awareness, brand association with engaging youth, offering innovative solutions, and fostering financial planning. The series not only entertained but also reshaped how DBS Bank is perceived on TikTok, improving brand image and favorability significantly.

TableTok’s success proves that engaging, community-driven content can make a real difference in promoting financial literacy and improving brand perception. With a powerful content plan, innovative engagement tactics, and strategic influencer partnerships, DBS Bank has set a new standard for financial education in the digital age.